The challenge: Chivas was losing ground, outpaced by Johnnie Walker, drowned out by single malts and indie darlings.

• The shift: Stop chasing craft. Start owning what Chivas always had: luxury, but louder.

• The insight: Today’s status isn't about heritage. It's about hustle, community, and cultural capital.

• The audience: The “New Regal” – ambitious, expressive, success-sharing consumers redefining what luxury looks like.

• The strategy:

  • Reframe status: “When I rise, we all rise.”

  • Rebuild from the inside out: A global platform rooted in collective success.

• The activation:

  • Say it: Bold ATL that redefined regality.

  • Show it: Collabs with GRM Daily + luxury fashion partners.

  • Live it: Experiential, influencer, on-trade, and at-home moments that made status tangible.

• The result:

  • +60% growth in 2 years.

  • Fastest-growing large whisky brand globally.

  • A brand reborn, with swagger, cultural clout, and relevance.